NORDSCI Conference proceedings 2021, Book 1

Education and educational research

IMAGE AS AN IMPORTANT TOOL IN THE WORK OF MANAGERS OF EDUCATIONAL INSTITUTIONS

Petr Adamec, Ph.D.

ABSTRACT

The aim of the paper is to present the results of a survey focused on the image of an educational institution - a public university in the Czech Republic, which provides study programs for future teachers of vocational subjects at secondary schools. The image of an educational institution is an integral part of the management of educational institutions and at the same time, it should be a part of its regular self-evaluation. An image consists of objective and subjective, correct and incorrect ideas, attitudes and experiences of an individual or a certain group of people about a certain object or subject. Image affects opinions and behaviour and significantly influences them [1]. Each educational institution creates a certain image, through which it can be perceived not only by its surroundings or social partners, but mainly by current and future students. Particularly, the students were the respondents to this survey. The method of semantic differential (polarity profile), which is one of the most frequently used methods for image measurement, was used for data collection.

KEYWORDS

image, educational institution, evaluation, teacher, management

REFERENCE

NORDSCI International Conference 2021, Book 1, Conference Proceedings, ISSN 2603-4107, ISBN 978-619-7495-14-0, IMAGE AS AN IMPORTANT TOOL IN THE WORK OF MANAGERS OF EDUCATIONAL INSTITUTIONS, 81-90 pp, DOI paper 10.32008/NORDSCI2021/B1/V4/07